Marketing Maturity Snapshot: How Do You Measure Up?

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Quiz Questions

1.
How well are your marketing goals aligned to your organization's business goals?
- A.
  
  We don't have defined marketing goals.
- B.
  
  We track marketing goals, but they are not aligned with business goals.
- C.
  
  Some of our marketing goals are aligned with business goals.
- D.
  
  Marketing goals and company goals are totally aligned.
2.
How personalized are your communications? (Choose all that apply.)
- A.
  
  You use the first name of the recipient in emails.
- B.
  
  You segment your lists by demographics, geographics, and other data for more personalized emails.
- C.
  
  You leverage both segmentation and cross-channel messaging.
- D.
  
  You use predictive intelligence to provide behavioral-based recommendations.
- E.
  
  You don't use any personalization at all.
3.
How much of your marketing is automated?
- A.
  
  We don't use any marketing automation.
- B.
  
  Some of our email campaigns are automated with trigger-based sends.
- C.
  
  We use dynamic content and heavily automate our email marketing journeys.
- D.
  
  We have implemented automation wherever we can across all channels.
4.
What technology do you use? (Choose all that apply)
- A.
  
  Email Service Provider (ESP)
- B.
  
  Social media management tools (social listening, social scheduling, etc.)
- C.
  
  Content management system (CMS)
- D.
  
  Customer relationship management (CRM) tool
- E.
  
  BI reporting tool (Datorama, Tableau, etc.)
- F.
  
  Marketing automation tools (Marketing Cloud, Pardot, etc.)
- G.
  
  Data management platform (DMP) (Audience Studio, etc.)
- H.
  
  Remarketing tools (Google AdWords, Ad Studio, etc.)
- I.
  
  Search engine marketing (Google Analytics, Google Adwords, etc.)
- J.
  
  Customer data platform (CDP) (Interaction Studio, etc.)
- K.
  
  Artificial Intelligence (AI) (Einstein, etc.)
- L.
  
  None of the above
5.
We have KPIs in place for (choose all that apply):
- A.
  
  Email engagement (CTR, opens, conversions)
- B.
  
  Social media engagement (CTR, impressions, conversions)
- C.
  
  Mobile engagement (CTR, engagement, conversions)
- D.
  
  Customer service engagement (customer satisfaction, resolution time, first response time)
- E.
  
  Web engagement (CTR, engagement, stickiness, conversions)
- F.
  
  Customer lifetime value
- G.
  
  Cost per acquisition
- H.
  
  ROI
- I.
  
  We don't measure KPIs
6.
Your social media strategy includes...
- A.
  
  Having a presence across all social media platforms.
- B.
  
  Ensuring we have a cohesive presence across all of our social media platforms.
- C.
  
  Leveraging a single social media management platform for engagement, listening, publishing, competitive analysis, trends, etc. across all channels.
- D.
  
  We do not have a social media presence.
7.
Your preference centers...
- A.
  
  Global opt-out only.
- B.
  
  Only allow subscribers to update their personal information (email, first name, last name, birthday, etc.).
- C.
  
  Allow subscribers to sign up for multiple messages across channels, and update their personal information.
- D.
  
  Allow subscribers to opt into multiple channels, update their information, and choose frequency.
8.
How does your marketing performance influence your strategy?
- A.
  
  We don't measure performance.
- B.
  
  We measure metrics/KPIs, but we don't do anything with them.
- C.
  
  We use performance metrics from multiple channels and use them to make business decisions and inform our strategy.
- D.
  
  We use performance metrics to make decisions about a specific channel or creative, but don't use them for bigger-picture decisions.
9.
Your marketing department... (choose all that apply)
- A.
  
  Collaborates cross-functionally with your entire organization.
- B.
  
  Shares knowledge (insights, best practices) with the organization.
- C.
  
  Aligns campaigns to organizational plans.
- D.
  
  Measures goals against business goals.
- E.
  
  None of the above.

Quiz Outcomes

1.

Your marketing is... Traditional

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Your marketing is at the base of the maturity scale, but that means you can only go up from here! Your marketing program is not aligned with stakeholders, and you have no automation. You may have some KPI reporting, but you are unable to determine ROI. Get to the next level by: Start tracking metrics of your marketing campaigns Create relationships within your organization cross-functionally, and align marketing goals to business goalsAutomate at least one aspect of a marketing campaign Need help leveling up your marketing? Contact us.
2.

Your marketing is... Automated

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You are a step above traditional on the maturity scale, but that means you have a lot of room to grow!Your marketing program has some automation and uses dynamic content. You have integrated a CRM tool, and are measuring basic KPIs and ROI metrics. Get to the next level by: Stepping up your automation, and start to implement customer journeysSegmenting your audiencesImplementing closed-loop reportingNeed help leveling up your marketing? Contact us.
3.

Your marketing is... Integrated!

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Your marketing program is multi-channeled and optimized, but you still have room to grow!You are automating and running some customer journeys. Your messaging is personalized with some basic segmentation. Your ROI and KPIs are well established with alignment from key stakeholders in your organization. Get to the next level by:Amping up your personalization with complex journeysHaving multi-cloud integrationShowing a clear path of revenue from marketing Need help leveling up your marketing? Contact us.
4.

Your marketing is... Experiential!

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Your marketing is omnichannel and omnipresent, and you have almost reached the top of the maturity scale. You are running complex, multi-channel journeys with in-depth personalization. Your analytics include BI integration, and marketing has a clear impact of revenue with strong Executive alignment. Get to the next level by:Creating audience personasImplementing AIGenerating predictive content Need help leveling up your marketing? Contact us.
5.

Your marketing is... Cognitive!

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You are at the top of the marketing maturity scale! Your marketing program is utilizing AI and predictive content. You use audience personas for your complex personalized customer journeys. ROI is measured and tracked against organizational goals. Great job! You did it! Want to level up even more? Contact us.